SHE Level 5
SCQF Credit Points 15.00
ECTS Credit Points 7.50
Module Code MMN525004
Module Leader Thomas Peschken
School School of Computing, Engineering and Built Environment
Subject GCU London
  • A (September start)
  • B (January start)

Summary of Content

The module is designed to provide an in-depth and critical understanding of consumer insight and how it informs marketing practices. Students are introduced to the concept of customer insight and its role in marketing decision-making. A range of models of consumer behaviour is examined in the context of strategic decision-making and consumer behaviour in consideration of emerging themes and contemporary issues in marketing. The module evaluates the psychological, social and economic roots of the discipline of consumer behaviour and relates these to contemporary consumers. Students will examine the role and contribution of consumer insights into marketing. The module also addresses emerging themes and contemporary issues such as technological advances, sustainability and consumerism from a global perspective; in recognition of emerging issues, such as consumer vulnerability, students will explore the delicate balance of utilising consumer insights for strategic marketing purposes while safeguarding consumer interests towards responsible marketing practices. Further, in line with Principles for Responsible Management Education (PRME), the module explores global contemporary issues related to the United Nations Global Compact and how consumer insights can inform and lead towards sustainable marketing practices that make a positive contribution towards human and labour rights, anti-corruption efforts and environmental concerns while delivering consumer value. The module will enable students to appreciate the issues, events and trends which confront marketers in the student's specialist field in an increasingly dynamic, interdependent and complex world, and to make reasoned independent judgements of the effects of alternative responses to these challenges. In summary, the module aims to examine advances towards responsible marketing practices informed through a critical understanding of consumer behaviour insights to deliver consumer value while addressing emerging themes and contemporary issues.


-360b7 Introduction to consumer behaviour, customer insight and delivering consumer value b7 The consumer as an individual (e.g. Cognitive, behavioural and experiential models of consumer behaviour; Perception; Attitudes; Personality) ? b7 The consumer as group member (e.g. Reference groups; Culture and Sub Culture; Cross-cultural aspects of consumer behaviour; Psychographics and Lifestyle) ? b7 Consumption and Identity (e.g. The role of consumption in postmodern society; Self and self-concept; Consumption ? and symbolic meaning; Consumerism and ethical consumption; Shopping and compensatory consumption) Emerging themes and contemporary issues in marketing (e.g. UN Global Compact, consumer vulnerability, big data, ? sustainability of supply chains, counterfeiting) Implications for marketing strategy (Materialism, consumption and sustainability; technology and contemporary ? consumers; customer insight and effective sustainable strategic marketing practice)

Learning Outcomes

On successful completion of the module the student should be able to:-1. Demonstrate a critical understanding of consumer behaviour theories and concepts from a cognitive, behavioural and experiential perspective orally and in writing. CW01/EXAM012. Critically appraise cultural influences in contemporary consumption in a global context. CW013. Critically analyse emerging themes and contemporary issues in relation to consumer behaviour. CW01/EXAM014. Apply research and analysis techniques to gather evidence of consumer behaviour to inform marketing practices. CW015. Evaluate alternative responses to emerging themes and contemporary issues towards sustainable and responsible marketing. EXAM01

Teaching / Learning Strategy

Theoretical concepts are delivered through the lecture programme. These concepts are further analysed, elaborated and applied in a series of intensive seminars, which encourage students to actively participate, work in teams and present ideas. All seminar activity requires prior directed reading and preparation. The module promotes independent learning in both class and assessment activities. Further, group tutorials support students in their assessment efforts for direct formative feedback on their progress. The module also uses online multi-choice quizzes to provide a feedback mechanism for independent study. The assessment tools are a peer assessed group presentation and an individual essay written under exam conditions. The assessments are designed to promote reflection, analyse real-life situations and require students to apply ethical and sustainable business thinking and professional skills to present solutions to problems and challenges. Firstly, based on small-scale consumer behaviour research projects students develop their critical research and presentation skills; further the presentations are group work as well as peer assessed providing a platform for student groups to engage with each other, develop their team working abilities and provide constructive feedback. The essay builds on the research project and presents an opportunity for deeper learning; informed by their consumer behaviour understanding, in an open-ended task, students critically appraise a creative and innovative marketing solution to a self-selected contemporary issue. The assessment process is supported with custom made assessment seminars and tutorials created in association with Academic Development Tutor support. Both academic and industry speakers are utilised to enhance the teaching and learning strategy, supporting a contemporary, challenging and industry-relevant curriculum. The module incorporates the use of a Virtual Learning Environment (GCU Learn) whereby student resources will be served on a dedicated module website. This will provide a range of sophisticated learning resources, including bulletin boards, chat rooms and the opportunity to deliver course materials and a diverse range of learning resources to students through varied devices.

Indicative Reading

Key Readings (latest Editons of): -360b7 Belz, F. M. and Peate, K., Sustainability Marketng: A Global Perspectve, John Wiley and Sons ? b7 Hoyer, W., MacInnes, D., Consumer Behaviour (Internatonal Editon) ? b7 Parsons, E. and Maclaran P., Contemporary Issues in Marketng and Consumer Behaviour, ? Buterworth-Heinemann ? Supplementary Readings (latest Editons of): ? -360b7 Cova, B, Consumer Tribes, Butterworth-Heinemann ? b7 De Pelsmacker, P., Geuens, M. and Van den Bergh, J., Marketing Communications: A European Perspective , ? Prentice Hall ? b7 Earls, M., Herd: How to Change Mass Behaviour by Harnessing Our True Nature. John Wiley & Sons ? b7 Evans, M., Foxall, G, Jamal, A., Consumer Behaviour, John Wiley and Sons ? b7 Foxall, G., Consumer psychology for marketing ? b7 Gabriel, Y., and Lang, T., The Unmanageable Consumer, Sage ? b7 Harrison, R., Newholm, T. and Shaw, D., The Ethical Consumer, Sage Publications ? b7 Jha, R., Environmental Sustainability: A Consumption Approach, Routledge ? b7 Lewis, D. and Bridger, D., The Soul of the New Consumer, Nicholas Brealey Publishing ? b7 Okonkwo, U., Luxury fashion branding: trends, tactics, techniques ? b7 Pellandini-Simanyi, L., Consumption norms and everyday ethics ? b7 Schiffman, L., Kanuk, L., Hansen, H., Consumer Behaviour a European Outlook, Prentice Hall ? b7 Solomon, M, Bamossy, G, Askegaard, S, and Hogg, M., Consumer Behaviour: A European Perspective, ? Prentice Hall ? - Blythe, J., Consumer Behaviour, Thomson ? b7 Solomon M. and Rabolt, N., Consumer Behaviour in Fashion, Prentice Hall ? b7 Wagner, S., Understanding Green Consumer Behaviour: A Qualitative Cognitive Approach (Consumer ? Research and Policy) Key Journals: ? -360b7 Journal of Marketing ? b7 Journal of Marketing Research ? b7 Journal of Consumer Research ? b7 Marketing Science ? b7 International Journal of Research in Marketing ? b7 Psychology and Marketing ? b7 Journal of Business Research ? b7 Marketing Letters ? b7 Consumption, Markets and Culture ? b7 Advances in Consumer Research ? b7 Journal of Consumer Behaviour ?

Transferrable Skills

TRADITIONAL ACADEMIC SKILLS - Ability to apply knowledge and theory to real-world problems/ scenarios - Critical analysis? - Effective communication in written and spoken word? - Primary and secondary research skills PERSONAL DEVELOPMENT SKILLS - Self-confidence? - Self-discipline? - Creativity in applying knowledge to contemporary issues and emerging themes in marketing - Knowledge of international affairs? - Ability to reflect? - Reliability, integrity, honesty and regards for others through work in small teams ENTERPRISE OR BUSINESS SKILLS - Ability to prioritise tasks and manage time? - Interpersonal skills? - Presentation skills? - Ability to work in teams and leadership skills - Innovation

Module Structure

Activity Total Hours
Assessment (FT) 40.00
Independent Learning (FT) 72.00
Seminars (FT) 12.00
Lectures (FT) 24.00
Tutorials (FT) 2.00

Assessment Methods

Component Duration Weighting Threshold Description
Exam (School) 1.50 50.00 45% Seen Essay Question (Day 2, second week of the exam diet)
Course Work 01 n/a 50.00 45% Group Presentation (Week 8)